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Goya Foods has hired The Link Agency in an effort to broaden its appeal with consumers beyond its Hispanic base.
The small shop in Providence, R.I., is charged with creating highly targeted advertising and promotions focusing on non-Hispanics in select markets in the Northeast, as well as in Houston, Chicago and Los Angeles, the agency said.
The Secaucus, N.J.-based sup-plier of foods including rice, beans and nectars wishes to drum up “more general-market penetration” for its products among both thegrocery trade and consumers, according to Link representative Joanne Sourial.
The work will break in November and consist of print and outdoor-based efforts, Sourial said.
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